Branding and Marking Guidance

Guidance on Branding Strategies and Marking Plans

Branding Strategy

A Branding Strategy must identify: the name of the project/program; how the materials and communications will be positioned; the desired level of visibility; and any other organizations to be acknowledged.

The Branding Strategy is developed by the Strategic Objective Team or Requesting Office in the case of a contract award, and by the Apparently Successful Applicant in the case of an assistance award.  Applicable regulations can be found in: ADS 320 (01/08/2007 revision); ADS 557 (07/14/2006 revision; re. websites); http://www.usaid.gov/branding; Graphic Standards Manual (http://www.usaid.gov/branding/gsm.html); and AIDAR 752.7009.

Marking Plan

The Marking Plan is developed by USAID implementing partners and details the specific public communications, commodities, program materials and other items that will visibly bear or be marked with the USAID Identity.  Any proposed exceptions to marking must be requested as part of the Marking Plan. 

Public Communications

According to ADS 320, Public Communications refers to all documents and messages intended for distribution to audiences external to the recipient organization.  They include, but are not limited to, correspondence, publications, studies, reports, audio visual productions, and other informational products; applications, forms, press and promotional materials used in connection with USAID funded programs and projects, including signage and plaques; Web sites/internet activities; and events such as training courses, conferences, seminars, press conferences and the like.

320.3.2 Branding and Marking in USAID Direct Contracts  Effective Date: 01/08/2007

USAID policy is to require exclusive branding and marking in USAID direct acquisitions.  "Exclusive Branding" means that the program is positioned as USAID's, as showcased by the prgran name (e.g., "The USAID Basic Education Program").  "Exclusive Marking" means contractors may only mark USAID-funded programs, projects, public communications and commodities with the USAID Identity and, where applicable, the host country government or ministry symbol or other U.S. Government logo. Contractors' and subcontractors' corporate identities or logos must not be used on USAID-funded program materials.

320.3.2.2 Branding Implementation Plan (for Contracts)  Effective Date: 01/08/2007

A Branding Implementation Plan is developed by existing or prospective contractors to describe how the program will be promoted to beneficiaries and host country citizens. It outlines the events (press conferences, site visits, etc,) and materials (publications, success stories, etc.) the contractor will organize and produce to assist USAID in delivering the message that the assistance is from the American people.

320.3.3 Branding and Marking Requirements for Assistance Awards  Effective Date: 01/08/2007

USAID's policy is that programs, projects, activities, public communications, or commodities implemented or delivered under co-funded instruments-such as grants, cooperative agreements, or other assistance awards that usually require a cost share-generally are "co-branded and co-marked." In accordance with 22 CFR 226.91, this policy applies to these assistance awards even when the award does not require any cost sharing.

320.3.3.1 Co-branding and Co-marking  Effective Date: 01/08/2007

Co-branding and co-marking mean that the program name represents both USAID and the implementing partner, and the USAID Identity and implementer's logo must both be visible with equal size and prominence on program materials produced for program purposes. A host-country symbol or ministry logo or other U.S. Government seal or logo may also be added, if applicable.  Program materials do not include commodities the recipient or sub-recipient procures for their own use in administering the USAID-funded program.  Marking is not required for recipient's offices, vehicles, and items the recipient procures for its own administrative use. 

320.3.6 USAID Standard Graphic Identity

All use and reproduction of the USAID Standard Graphic Identity must be in compliance with all design guidelines set forth in the USAID Standard Graphic Manual and the USAID Partner Co-Branding Guide.  (See: http://www.usaid.gov/branding/gsm.html)

Branding and Marking Key Components

Branding Strategy

• Specify the name of the project/program. (The name should be short and illustrative of the project goals. Acronyms and long names are not advisable.)
• Describe how the materials and communications will be positioned (i.e. as from the American People, jointly sponsored by USAID and the host-country government or assistance implementing partner, or some other way).
• Detail the desired level of visibility amongst beneficiaries, their communities and counterparts, the general public, and any other target audiences identified.
• Specify any other organizations to be acknowledged in public communications (e.g., the cooperating country's Ministry of Health).

Branding Implementation Plan

• Explain how the project will be promoted to beneficiaries and host country citizens within the framework of the branding strategy
• Outline the events and materials the contractor will organize and produce to deliver the message that the assistance is from the American people.
• Outline which key milestones/opportunities and how will be used to generate awareness (including project launch, announcement of research findings, publishing reports/studies spotlighting trends, highlighting success stories, featuring beneficiaries as spokespeople, showcasing before-and-after photographs, securing endorsements from ministries or local organizations, and communicating program impact/overall results).
• Explain branding and marking of work done by the project grantees and sub-contractors.
• Explain what outreach materials and at what intervals the contractor will provide to USAID (success stories, clippings of media coverage, photos, etc).
• Include language to ensure compliance with the USAID Graphic Standards Manual (http://www.usaid.gov/branding/gsm.html ) for all project-related public communications.

Marking Plan

• Enumerate the public communications, commodities, and program materials and other items that will visibly bear the USAID Identity.
• Explain how and where the USAID identity will be placed, and specifies whether the Russian or English language identity will be used.
• Indicate quantities of public communications, program materials, and other items to be marked (e.g., 500 computers) and type of label to be used (e.g., stickers).
• Propose items not to be marked and requests exceptions.
• Include language to ensure sub-recipient/subcontractor marking
• Include disclaimer to be used for publications.
• Detail marking budget (included in total cost estimate).
• Include sample designs to show how various items will be marked.

Additional documents:

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